"Brands emotionally connect with consumers... in order for your brand to resonate, you have to emotionally connect with the consumer." That's according toRichie Proud,CEO and director atiAnthus Capital Holdings Inc(OTC:ITHUF).

He told the crowd gathered last week at theBenzinga Cannabis Capital Conferencein Chicago that understanding how cannabis products meet consumers' needs — like aiding sleep or appetite — is crucial for a cannabis brand's success. Instead of focusing on pricing and potency, the focus should be on clearly articulating the benefits of cannabis products.

"There are certain ways that the cannabis plant will...